Ever since the virtual community boom that aroused by Facebook, almost every industry began to take interest in starting their own Facebook Page. Armstrong & Hagel III(1996) indicated that virtual community breaks the balance of commercial trade by giving the customers more power, while at the same time helps the industry to deepen and broaden their customer relationship, making those who are good at using the new power of customer benefits from it. That is to say that in the free market of internet, minority market can be served more easily and effectively, while the majority market has gradually become the market combination of several niches (Chris A., 2006).Virtual community also changed the business rule, allowing the small enterprise to challenge the big ones (Armstrong & Hagel III,1996). This study tries to find out the common and unique business patterns by doing research study and categorizing the current usage of Facebook Page, so the managers can have a reference to adjust their method accordingly, and so further study can be build upon it. In this rising boom of virtual community, what are the strategies behind it? Can those strategies really attract the fans to the Facebook page and allow the fans to participate in it?
Observation method was adopted in this research to analyze the Facebook page in Taiwan. Data were collected according to different trades, in order to analyze how the four motivations: information, assistance, recreation and social interaction work in the virtual community. The unique strategy and its affect will be discussed, and relative studies will be reviewed to see if there is a better way to attract the attention of the fans.
This study shows that there are unique strategies adopted in different trades for the difference of the fans, and there are improvement needed in those business patterns. As the conclusion, four advices are raised in this study: increase the searching accessibility, provide complete data, adopt the link of Facebook Page wisely, and appropriate article length. So the managers can have a reference to adjust their method accordingly, and so further study can be build upon it.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0707112-235143 |
| Date | 07 July 2012 |
| Creators | Lin, Yi-Chieh |
| Contributors | Iuan-yuan Lu, Tsuang Kuo, Hsien-tang Tsai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0707112-235143 |
| Rights | user_define, Copyright information available at source archive |
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